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‘Tinder Takeover’ campaign for Amnesty International wins latest Creative Showcase round

amnestyCircul8’s ‘Tinder Takeover’ campaign for Amnesty International has been named the winner of IAB Australia’s Creative Showcase 8.5, with Havas Worldwide Sydney’s Christmas campaign for eBay ‘The eBay Xmas Gift Engine’ taking second spot.

M&C Saatchi came in third with its ‘The Battle of the Bridge’ campaign for The Greater Western Sydney Giants.

Circul8’s campaign saw Amnesty International partner with dating app Tinder to promote gender equality in an initiative to mark International Women’s Day.Tinder users were asked to log onto the app on Saturday and show their support for gender equality in a few ways, such as uploading a new profile picture out of four images which have messages around the issue, including “Not all women have the choices you do,” with a link to the website makethechoice.com.au.

Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges said: “Social media is well and truly part of the marketing fabric in Australia with Tinder, Twitter and Facebook featuring in this round’s three winners. The agencies all used social media in interesting ways to engage their audience and create brand interaction.” 

Havas Worldwide Sydney’s eBay Christmas campaign saw the agency work with eBay to change the search algorithm from an ‘items’ search to an ‘interests’ search.

M&C Saatchi’s campaign invited fans of the GWS Giants and the Sydney Swans to participate in a social battle on Twitter in the leadup to the special derby round between the two teams.

The bi-monthly IAB Creative Showcase competition series accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winning entries are showcased at the IAB website.

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